As is customary with anything from Cupertino, rumors have been zipping around the Web of refreshed MacBook Airs, MacBook Pro Retinas, and the unveiling of iOS7, developed under the watchful supervision of Jony Ive. But of course, it’s anyone’s guess until 10 AM PST / 1 PM EST, when the keynote kicks off.

Tune back in to this live blog, which we’ll update throughout the event. (Just remember to refresh.) Also, check back in to Fortune.com afterwards for our hands-on impressions.

12:01: Cook: “Have a great rest of the conference, and thank you.” That’s all, folks!

12:00 p.m.: Montage shots of people around the world: people in a third-world country, a huge rock concert, audience-goers at a presentation. “You may rarely look at it, but you’ll always feel it. This is our signature, and it means everything: Designed by Apple in California.” The ad begins airing this evening.

11:58: Cook: “I’d like to close with a reminder: That our goal is to make products our customers love and enrich their lives. … You’ll continue to see these in the products we do in the future.” Apple has created an ad to show how “deeply” they feel about this.”

11:47: At least 12 auto makers will have iOS integration by end of 2014.

11:46: Now there’s “iOS” for the car. You can play music, get your maps, make phone calls, or access Siri “eyes-free.”

11:44: SVP Eddy Cue is onstage now to talk about Siri. Sir has a new interface and a new voice: male or female. S/he sounds much more natural. Certainly no one will mistake it for an actual human, but the improvement is welcome.

The new Siri interface.

11:41: Other people can also share into your photo stream. Doing so resembles dashing off a quick email on the iPhone.

11:40: “Moments” are organized into albums. Federighi tabs and scrubs from a birds-eye view of all your images, which he credits to the high resolution of the Retina screen.

11:13: Cook cites an Experia study stating iPhone users use their devices 50% more than Android users. “This is incredible, but maybe not surprising.”

11:12: Cook: We’ve sold over 600 million iOS devices.

11:12: Aight. It’s iOS time! Cook back to the front.

11:10: How does it work on Windows? Rosner shows us how from Google Chrome on Windows 8.

11:09: Keynote in the cloud now. Rosner assembles a quick presentation about the History of Pigments. Indeed, it does all look quick and painless. “This is all happening in a browser. It’s pretty incredible.”

11:07: Rosner shows how smooth it is to drag images and text around in these cloud-based documents. Easy peasy.

11:07: Now there’s iWorks in the cloud. Users can create and modify documents right in their desktop Web browsers.

11:04: Cook is introduces Roger Rosner [TBD on spelling] onto the stage to talk more about how iCloud will be more fully integrated.

11:04: Onto iCloud.

11:02: Here is the new Mac Pro:

The new all-black Mac (right), made here in the USA.

10:56: A sneak peak at the new Mac Pro desktop: lots of close-ups of black curves and perforations. It’s cylindrical: like Harman Kardon’s subwoofer, but black and opaque. Schiller: “Can’t innovate, my ass!!”

10:54: The MacBook Airs start shipping today.

10:53: There’s also a new WiFI Base station that vaguely resembles an iPhone.

10:52: The new MacBook Airs also sport 45% faster Flash-based memory, which it uses to store all your information. WiFi Internet performance will also be much faster.

10:51: The new MacBook Airs are using Intel Haswell chips for more energy-efficient processors, twice the performance, and of course, that all-day battery life, or 9 hours battery with the 11-inch Air and 12 hours with the 13-inch Air.

10:48: To sum up OSX Mavericks, it’ll help users suggest and save passwords, better anticipate appointments across devices. Expect it this fall.

10:47: Now’s we’re looking at iBooks on the desktop. It’s pretty much exactly what you’d expect.

10:46: He’s going through the revamped Calendar, which will show him projected weather and travel time is for his next appointment. (The travel time can be added right into the Calendar.)

10:45: He’s adding a site to his Bookmarks, and this bookmark will sync across all of his devices.

10:44: Demo time. Federighi’s zooming into Paris, panning around. Of note: He’s zooming into the Eiffel Tower, which was an issue initially for Map users who wanted to see the 3-D aerial view.

10:44: iBooks is finally coming to desktop.

10:42: Maps. A new feature allows you to send routes you’ve looked up on your desktop to your iPhone. A Maps software tool set will also be made available to developers so they can integrate Maps into their apps.

10:42: Up next: Calendar. “We have a great new inspector that recognizes travel time and weather.”

10:41: Now with OSX Mavericks, when you wake it up from sleep/standby, you can see everything you’ve missed — emails, etc. — right on the lock screen

10:40: New notifications improvements. So when you get an iMessage notification, you can respond to that person directly within the notification.

10:39: iCloud keychain. “We can remember your Web site log-ins, WiFi networks… and they’re always encrypted and they’re always available to you.” Sign up for a Web site, but Safari can auto-suggest a password for you and save it for you across devices.

10:37: Federighi is showing off his own reading list in Safari’s new sidebar, and one-click bookmarking. There’s auto-scrolling now, so users can just keep scrolling down to hop from one story in their list to the next.

10:36: “App Map” tracks what users see and figures out where to direct power. He’s showing how the power usage is way better with this. “It’s really going to up your battery life.”

10:12: The Anki founder is unveiling their big product. They’re starting to share the tech under the hood. There are three tiny toy cars driving around a small track made on the stage. Apparently these small cars are driving on their own and adjust their speed and direction based on Anki’s snazzy A.I.

10:10: 575 million App Store accounts. “We have more accounts with credit cards than another other online store we know of.” They’ve paid developers $10 billion dollars, $5 billion paid out just over the last year. “That’s 3x more than the other major platforms combined.”